Employer brand perception of human resources management practices on employees: The case of production sector

In today's conditions where we feel the results of globalisation intensely, the ability of organisations to compete depends on the effective, efficient and productive use of the workforce as well as providing a qualified workforce. With the assumption that organisations that will meet the expectations of the qualified workforce will be preferred, employer branding comes into play. Attracting and retaining all qualified employees to the organisation (employer brand) may depend on how human resources functions are carried out. Because there are similarities between the components of employer branding and the process components of human resources functions. These components include training opportunities, career opportunities, psychological well-being of employees, employment security, corporate culture, attracting candidates to the organisation, working environment, product-service brand, work-life balance, responsibilities to employees, wages and benefits. Therefore, it is concluded that two different management approaches should interact with each other. The purpose of this study is to examine the effects of human resource management functions/practices perceived by white-collar and blue-collar employees working in the manufacturing sector on employer brand perception. In the study, the data were collected by questionnaire technique, which is a quantitative method. The study evaluated the relationship between human resource management functions perceived by employees and employer brand perception. The findings show that the white-collar group has the highest employer brand perception. In addition, the highest perceived HRM practices were also found in the white-collar group. Regarding both variables, no significant difference was found according to marital status and gender factors. A moderate, positive and significant relationship was found between perceived HRM practices/functions and employer brand perception. This study provides an important contribution to researchers, HR professionals and organisational managers by showing the effectiveness, place and importance of HR functions in strengthening the employer brand and filling the gaps in the literature.